Citibank: Launching the Credit Card in Asia Pacific (A)

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Prize winner

Case

Reference no. 9-595-026

Subject category: Marketing

Authors: V Kasturi Rangan (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2002

Version: 2 October 2002

Length: 25 pages

Data source: Field research

Topics: Advertising; Blue-sky laws; Business & government relations; Commercial banks; Consumer credit; Customer relationship management; Execution; Expansion; Focusing on customers; Incubators; International marketing; International operations; International trade; Marketing strategy; Multibranding

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Abstract

Consumer Bank pondered the possibilities of launching a credit card in the Asia Pacific region. The bank's New York headquarters, and several of its country managers in the region, were not enthusiastic. But others were supportive because of the opportunity to expand the bank's customer base from the limited branch expansion allowed by local law. Students make a decision, and if a 'go' decision is made, they work out a comprehensive launch plan.

Locations:

Asia; Singapore

Industry:

Banking

Size:

USD200 million revenues

Other setting(s):

1989